The Startup Video and Explania

I'm biased, but I think nearly every business website could benefit from a video that explains what they do in about two minutes. This is certainly true with startups - these young businesses are often putting something completely new into the world. Their challenge is to explain it - and few things compare to the power of a video to show people what you do and why.

Our friends at Explania, who are members of our Explainer Network, feel the same way. They are based in Belgium and have been doing a lot of work on Content Marketing lately. Here are their "three reasons why start-up videos score well in an online marketing strategy."

1. Start-up videos can be very convincing so they can increase the ROI of a website. Internet surfers usually don’t have much time, are overloaded with information and are very quickly distracted. They don’t have the time to read and wade through texts and web pages thoroughly. An animated video catches the attention, demands less energy to watch and the video provides much more information in a shorter time span.

2. A start-up video creates brand and product awareness. When the video is produced professionally and in an educative and captivating way, then it will be distributed via the internet. People will share it with their friends on social networks; bloggers will write about it and embed the animation. In this way the video achieves a larger audience and a wider online awareness.

3. Product videos can contain a call-to-action at the end. They tell a story and create a bond with the visitor. They outline a problem, provide the solution and can connect to a call-to-action: a test, a discount, a benefit. In this way the viewer of the video becomes much more strongly associated with the product. Furthermore, the call-to-action at the end will yield many more results than, for example, a classic banner advertisement.